A study on customer behavior in the KKIA retail premises / Seri Astoti Bakari

Purpose- This paper is seeks to analyze the study on consumer behavior in the KKIA retail premises.

Design/methodology/approach- The research will be conducted by using exploratory research technique. The exploratory research is done to identify the outcome among the variables. Each respondents will be given a questionnaires & fill-in objectives question that has been carefully structured for them to fill-in in order to obtain the most efficient & accurate information. . Researcher will distribute 100 copies of questionnaires to the passenger especially those who was visited retail in Terminal 1.

Findings- 32% of passengers agree that airport shops and restaurants should post signs directing passengers to their location, 29% of the passengers agree that the interior design of the KKIA retail shops attract their attention, 40% of the passengers says that KKIA retail shops is good place to go when flight are delayed, 28% of the passengers agree that retail sell many souvenirs, 34% of the passengers agree that a souvenirs shopping is a customary activity of the tourist, 33% of the passengers agree that KKIA business hour are convenient and lastly, 36% of the says that KKIA retail shops have a good environment.

Research limitation / implication- The availability and credibility of information need to be consider and the researcher selecting the information carefully because some of it still have not been update, obsolete while the technique of obtaining the secondary data might be using all technique and methods and are not appropriate to use nowadays.

Originality/value- To collect data for this study, a systematic process of conducting fieldwork was first proposed. In data collection process, all fieldwork involved the selection, training, and supervision of person who collect the data. In this research, researcher had distributed the questionnaire and collects it back. After that, researcher evaluated completed questionnaire to ensure the quality of data. By data collection, researcher get the answer to questions were meaningful and complete enough to be coded.

Keywords- Consumer behavior, Customer perception, Airport retail.